When you advertise your beauty salon, the chances are you’re trying to attract a large number of people to your salon. The associated cost divided by the number of people you end up getting through the door can often be high. What’s more, the advert is one moment in time. Unless you pay for another one, it’s gone.

I often think about this when I am looking to attract new business. ie. How much does it cost to acquire one new client?

The answer to that question should leave you with a value you should be prepared to give away to get new customers.